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Marketplaces: The go-to shopping destination

98% of global shoppers buy from marketplaces

Marketplaces are the go-to shopping destination for consumers worldwide. With endless choice, different price points for every budget and hassle-free experiences, it’s easy to see why they dominate the online shopping landscape. But shopper behavior isn’t the same everywhere – preferences vary by country, and each market has its own leading platforms. Understanding the marketplaces shoppers buy from is key for e-commerce businesses looking to grow in 2025 and beyond.


Marketplaces in numbers

60%

OF GLOBAL SHOPPERS BUY FROM AMAZON

32%

OF GLOBAL SHOPPERS BUY FROM TEMU

26%

OF GLOBAL SHOPPERS BUY FROM SHEIN

15%

OF GLOBAL SHOPPERS BUY FROM EBAY

1 IN 10

GLOBAL SHOPPERS BUY FROM ZALANDO

VINTED

IS MOST POPULAR WITH SHOPPERS WHO BUY REFURBISHED OR RECYCLED PRODUCTS ONLINE

4 IN 10

CROSS-BORDER SHOPPERS BUY FROM TEMU

SHEIN

IS MOST POPULAR WITH GEN Z SHOPPERS


Most popular marketplaces globally


Most popular marketplaces in Europe


Who’s buying from each marketplace?

Different generations and shopper types have different marketplace preferences – and understanding those differences is key. For e-commerce retailers, knowing where your audience shops helps you reach them more effectively.

 

Amazon

Temu

Shein

eBay

Alibaba/

AliExpress

Zalando

Vinted

Global

60%

32%

26%

15%

11%

11%

9%

Gen Z

59%

33%

39%

13%

13%

13%

12%

Millennials

62%

34%

31%

14%

14%

12%

10%

Gen X

59%

32%

20%

16%

10%

10%

7%

Baby Boomers

61%

29%

12%

18%

7%

8%

4%

Social shoppers

59%

35%

30%

14%

13%

10%

8%

Sustainable shoppers

61%

32%

28%

13%

13%

10%

8%

Cross-border shoppers

66%

41%

34%

16%

14%

12%

9%

Black Friday shoppers

65%

34%

29%

16%

13%

12%

9%

Refurbished shoppers

64%

36%

31%

18%

13%

12%

12%

Subscription shoppers

66%

36%

31%

15%

16%

8%

7%


What do shoppers buy on marketplaces?

From electronics to clothing and footwear, shoppers are filling their carts with a wide mix of products when they shop on marketplaces. Knowing what’s in demand can help you sell the right products on maketplaces.

 

Clothing

Footwear

Jewellery

Household products

Food & beverages

Electronics

Home furnishings

Sport, leisure & hobby items

Global

40%

30%

15%

23%

19%

35%

29%

26%

Europe

42%

31%

15%

19%

14%

35%

28%

26%

Gen Z

37%

28%

18%

20%

19%

30%

24%

24%

Millennials

40%

31%

16%

24%

20%

36%

31%

29%

Gen X

44%

32%

13%

24%

19%

38%

30%

28%

Baby Boomers

41%

30%

11%

21%

16%

39%

31%

23%


 

Sport, leisure & hobby items

Pet food/ products

Cosmetics & beauty products

Health supplements

Toys and games

Books

Designer goods

CDs, Vinyl or DVDs

Global

26%

13%

27%

16%

24%

28%

11%

12%

Europe

26%

13%

26%

16%

25%

32%

11%

13%

Gen Z

24%

11%

26%

13%

23%

24%

12%

11%

Millennials

29%

14%

28%

17%

29%

27%

13%

11%

Gen X

28%

14%

27%

17%

23%

30%

11%

13%

Baby Boomers

23%

15%

26%

19%

20%

32%

7%

13%


All stats and figures are taken from the DHL eCommerce Online Shopper Survey conducted between February and March 2025. Respondents were required to have made at least one purchase online within the three months prior to the survey. 70+ questions were asked to 24,000 respondents across 24 countries (1,000 per country) with an equal split across demographics – where possible. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page. Country, regional, generational, and shopper profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.


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